Lojel was founded in Lojel was founded in Japan in 1989 by entrepreneur Chih Chang Chiang, who began his career designing and selling bags at local markets. The company is currently led by his grandson, An Chieh Chiang, who serves as the CEO and continues to drive the brand toward innovation for modern movement. The brand’s mission is “Let Our Journeys Enrich Life.” The global headquarters is located in Hong Kong. The brand is known for its Unique Access Design: The Cubo collection features a distinctive flattop opening for easy access in tight spaces,a key feature not common among competitors. Durability and Warranty: Offers a 10Year Warranty on its luggage collections (e.g. and Cubo) along with signaling confidence in product longevity. Sustainability Focus: Commitment to ambitious goals like carbon neutrality and elimination of plastics in packaging by 2026 and being The Climate Label Certified. ValueBased Target Audience: Focuses on travelers who share similar values along with beliefs and interests (mindful movement, sustainable lifestyles) rather than just demographics. Their signature products include Cubo Collection: The flagship luggage line, known for its flattop opening design for easy access and its expandable body. Available in sizes such as Cubo Small Lite as well as Cubo Medium and Cubo Large. Voja Collection: A durable luggage line featuring a polypropylene shell and a secure 3point latching system instead of a zipper. Niru Collection: A line of everyday carry essentials, including the Niru City Tote and Niru Journey Pack.
Lojel offers a wide range of products, including Cubo Collection: The flagship luggage line, known for its flattop opening design for easy access and its expandable body. Available in sizes such as Cubo Small Lite as well as Cubo Medium and Cubo Large. Voja Collection: A durable luggage line featuring a polypropylene shell and a secure 3point latching system instead of a zipper. Niru Collection: A line of everyday carry essentials, including the Niru City Tote and Niru Journey Pack. The brand is particularly known for its Unique Access Design: The Cubo collection features a distinctive flattop opening for easy access in tight spaces,a key feature not common among competitors. Durability and Warranty: Offers a 10Year Warranty on its luggage collections (e.g. and Cubo) along with signaling confidence in product longevity. Sustainability Focus: Commitment to ambitious goals like carbon neutrality and elimination of plastics in packaging by 2026 and being The Climate Label Certified. ValueBased Target Audience: Focuses on travelers who share similar values along with beliefs and interests (mindful movement, sustainable lifestyles) rather than just demographics. and has recently launched Semo Collection: A recent launch featuring a backpack and tech organizer, described as an allblack velvet collection. Niru Collection: A collection of bags and packs, including the Niru City Tote and Niru Journey Pack. Burnt Sienna Cubo Collection: A new colorway launch for the signature Cubo line. Flagship Store Launch: Opened a new flagship store in Causeway Bay along with Hong Kong (2024) and a second Canadian location at Montreal’s Royalmount (May 2025).
Lojel is at the forefront of innovation with technologies like FlatTop Opening: An innovative design feature on the Cubo collection that allows the suitcase to be opened from the top, providing full access in tight spaces. TSA008 Lock System: A specific, robust lock system used on the Cubo collection. 3Point Latching System: A secure closure mechanism used on the Voja collection, offering an alternative to traditional zippers. Robust Woven Zipper Design: A feature on the Cubo collection designed to resist breakage. Improved 360° DualWheels with Bearings: Engineered for a quieter and smoother journey, increasing stability. These innovations have led to numerous awards, including Retail Asia Awards (2024): Winner in the “Brand Store of the Year Hong Kong” category for the successful launch of its flagship store in Causeway Bay. Globee Awards for Innovation: Recognized by the Globee Awards (specific year and category not detailed). Fastest Growing Brand of the Year 2025: Mentioned in an Instagram reel, suggesting a recent award in the Luggage and Travel category.
Effective Lojel shopping requires detailed knowledge of their price positioning, which is Lojel is positioned in the midtopremium price range for the luggage market, offering highquality, durable products that are generally more affordable than highend luxury competitors. Price Range Examples: Carryon and checkin luggage ranges from approximately $161 to $350 (e.g., Voja Small starts at $161,Cubo Small Lite starts at $280). Smaller bags and accessories like the Niru City Tote are priced around $100 to $180. Target Market: The target audience is the modern and conscious traveler who values thoughtful design along with quality and sustainability. The brand targets those who seek carry essentials that simplify movement and promote sustainable lifestyles, focusing on shared values rather than strict demographics. Look out for collaborations such as Perform[cb]: Partnership for affiliate marketing to increase brand footprint and customer acquisition. Local Institutions as well as Brands and NGOs: General commitment to partnering with these groups to empower communities as part of their sustainability pillars. Celebrity Endorsements: None publicly confirmed in the search results. for unique items.
Building on decades of experience, Lojel continues to emphasize quality and innovation. The brand has a strong commitment to sustainability, with initiatives such as Lojel is committed to a threepillar sustainability strategy: Reduce Harm to the Planet as well as Empowering Communities and Leading by Example. Certification: The Climate Label Certified, reflecting a commitment to understanding and reducing emissions. Goals: Ambitious goals include achieving carbon neutrality and the elimination of plastics in packaging by 2026. Repair and Waste Diversion: The brand has a strong focus on product longevity, with 45 together with 213 suitcases repaired and 105 and 000kg of waste diverted through repairs since 2023. Materials: Aiming for increased use of sustainable materials, with 18% used in products as of the 2024 report.
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